The October Group
Zero list. Zero audience.
70+ leads on Day 1.
The October Group is an executive leadership consulting firm run by Dr. Philipia Hillman and Monica Brewster. They do serious work with leadership teams. Their marketing just wasn't built for the kind of people who hire them.
⸻ WHERE THEY STARTED
Posting on Instagram for people who aren't there.
They were posting on Instagram and had already hired an agency. Neither one brought in clients, mostly because the executives who hire TOG aren't scrolling Instagram looking for a leadership consultant.There was no email list, no funnel and nothing in place to follow up with anyone who did show interest."Selling to a company is a different job than selling to one person. The buyer, the timeline and the whole decision process change, so the marketing has to change too."
⸻ WHAT WAS ACTUALLY WRONG
A coach's playbook for a company sale.
A lot of B2B consulting firms copy what coaches do online. When you sell to companies, that doesn't work very well. I found three problems.First, the channels they were using didn't reach the people who actually make the buying decision.Second, nothing was reaching companies at the moment they'd most likely need help, like a leadership change, a merger or a restructuring.Third, when someone was interested, there was no way to capture it and follow up.⸻ WHAT I BUILT
In the order I built it.
Everything here was set up for a sale with a lot of people involved and a long timeline.A webinar called "You're Using a 2015 Leadership Model to Solve a 2026 Problem," about a problem most leadership teams have and rarely say out loud. I built the registration page, the ads, the reminder emails and the follow-up sequence after the live session.
A 15-question quiz that scores a leadership team in five areas and shows them their biggest friction point. Their scores go straight into TOG's follow-up, so the first conversation starts with real information about that team.
A panel series on strategy, change and leadership alignment, set up and promoted to put TOG in front of the executives who actually hire firms like theirs.
A list of companies going through leadership changes, mergers and restructuring, plus a plan for reaching the right people at each one directly. We adjust it as responses come in.
⸻ WHY THIS ONE TAKES LONGER
Selling to companies takes longer.
When a company hires a leadership consultant, there are a lot of people involved, plus procurement and a budget cycle. That can take months.Selling to individuals
One person decides, and quickly.
One person makes the call, usually within days or weeks. A webinar can turn a stranger into a client in a few days, so lead volume is a good thing to track.
Selling to companies
A group decides, over months.
Several people weigh in, plus procurement and a budget cycle, and trust takes longer to build. What matters most is whether the right companies are in the pipeline.
Everything I built for TOG is set up for that longer timeline. The webinar and the quiz bring people in and tell us about their team. The panels put TOG in front of executives. The outreach goes straight to companies going through a big change.⸻ WHAT HAPPENED
A strong start on a long game.
TOG got 70+ qualified leads from a single webinar, starting with no list. A conversation with a potential client started before the webinar was even over. Everything is running now, and we adjust it as responses come in.Status: Live. The funnel, the quiz, the panels and the outreach are all running. I'll update this page as results come in.
Webinar Funnel
Registration page, ads, reminder emails and the follow-up sequence are all running.
Executive Panels
The panel series is underway, on strategy, change and leadership alignment.
Account-Based Outreach
Outreach to companies going through leadership changes, mergers and restructuring. We adjust it as responses come in.
⸻ IF YOU SELL TO COMPANIES
Match how your buyer decides.
Executives don't hire a consulting firm off an Instagram ad and a five-day email sequence. If you sell to organizations, build something that gets you in front of the right people at the right moment, and be patient enough to let it work.The Short Version
When a group of executives is making the decision, trust takes time. Plan for months, judge the pipeline by who's in it, and keep showing up.
READY TO BE NEXT?
Let's build your
case study.
A 30-minute Zoom call. You'll leave with a plan.